Himanish Goel
Nike
Lifestyle Rewritten
Reposition. Reconnect. Reignite.
Shoes that feel like your true self.
Shoes that feel like your true self.
Role = UX Strategist & Researcher and Product Designer
Tools = Figma and Photoshop
Project Type = Independent Study
OVERVIEW
Nike is a global brand that helps make athletic shoes, clothes, and gear. But more than that, Nike has always stood for pushing the limits of their athletes physically, mentally, and emotionally. By giving them the tools they need for moving, growing, and feeling powerful in their own skin.
BACKGROUND
Nike’s message has always been about winning and grinding harder. But a lot of people today are tired of hearing that now. They’re not about chasing the medals anymore, instead just trying to make it through the day instead. They want comfort, ease, and style which fits their real life, not just their workout routine.
TENSION
Nike has been losing touch with the rhythm of their everyday athletes.
As competitors like Hoka, On, and Adidas are gaining attention by focusing on lifestyle, comfort, and emotion.
While Nike still speaks like a coach that’s yelling from the sidelines, but that’s not what today's athletes are looking for, instead they want a brand that’s walking beside them, like a friend.
As competitors like Hoka, On, and Adidas are gaining attention by focusing on lifestyle, comfort, and emotion.
While Nike still speaks like a coach that’s yelling from the sidelines, but that’s not what today's athletes are looking for, instead they want a brand that’s walking beside them, like a friend.
INSIGHT
They’re not just buying shoes. They’re trying to find themselves.
People are overwhelmed, disconnected, and lost in the choices.
They want help in finding something that makes them feel like them.
Not more stuff, just the right ones.
People are overwhelmed, disconnected, and lost in the choices.
They want help in finding something that makes them feel like them.
Not more stuff, just the right ones.
STRATEGY
Help people feel good in their own skin, every day.
Let Nike be the guide, and not the judge anymore.
Make products and experiences feel like they match the athletic memories of real life, and not the pressure of winning gold at the Olympics.
Let every shoe feel like the story is being told from how someone wants to live, move, and feel again.
Let Nike be the guide, and not the judge anymore.
Make products and experiences feel like they match the athletic memories of real life, and not the pressure of winning gold at the Olympics.
Let every shoe feel like the story is being told from how someone wants to live, move, and feel again.
STRAT LINE
Rewrite your story with every step.
Because it’s not about becoming someone else, it’s about returning to who you are.
Because it’s not about becoming someone else, it’s about returning to who you are.
BUSINESS IMPACT
How does this help Nike grow?
Lifestyle Rewritten is going to help Nike open the door to a $120B lifestyle market, by reshifting their focus from everyday users, to helping them make decisions that define how they want to live as everyday athletes.
Lifestyle Rewritten is going to help Nike open the door to a $120B lifestyle market, by reshifting their focus from everyday users, to helping them make decisions that define how they want to live as everyday athletes.
- As over 60% of sneaker buyers today have chosen shoes for lifestyle, and not sports.
- Capturing just 5% of that market could help bring in around $6B in new revenue.
- Nike’s digital sales dropped 20% last quarter, because customers felt overwhelmed and disconnected to the brand.
- The lifestyle market could help them recover half of the company’s loss, by bringing back $500M per quarter.
- Emotionally connected customers spend up to 3x more over time, just by focusing on comfort, self expression, and personal storytelling. Nike could help themselves in building a stronger loyalty, that could lead to higher repeat purchases and longer term revenue growth ahead.
TAGLINE
Feeling good in your own skin, every day.
Not for crushing records, but to live life with confidence.
Not for crushing records, but to live life with confidence.
Product Outcome - Foot Locker Sole Story
Introduction To Sole Story
We are proposing the implementation of a new digital experience called “Sole Story”. The new digital experience will focus on the sneakerhead, sneaker enthusiasts who collect and trade shoes, and have knowledge about shoe collections.
The growth of the sneaker collection can be traced to the launch of Air Jordan in 1984 with collaboration of Nike and basketball superstar, Michael Jordan. Over the years, the sneaker collection market has grown exponentially.
We are proposing the implementation of a new digital experience called “Sole Story”. The new digital experience will focus on the sneakerhead, sneaker enthusiasts who collect and trade shoes, and have knowledge about shoe collections.
The growth of the sneaker collection can be traced to the launch of Air Jordan in 1984 with collaboration of Nike and basketball superstar, Michael Jordan. Over the years, the sneaker collection market has grown exponentially.
Dashboard
The shoe manufacturers have sneaker drops every month with a limited number of sneakers. Initially, the sneakers were available on a first come-first served basis, but the use of bots led to cornering of sneakers by a select few. Thus, they have now transitioned to a lottery system where registered users for a particular shoe drop have a chance at winning a new shoe drop.
Given the limited number of shoes available and increasing number of sneakerheads, there is a thriving resale market for sneakers. The sneaker resale market is expected to grow from $10 billion in 2021 to $30 billion in 2030, per StockX estimates. As the market has grown, so has the pricing of sneakers with limited availability. For example, in April 2023, a pair of sneakers worn by Michael Jordan in the final NBA season sold for $2.2 million.
The shoe manufacturers have sneaker drops every month with a limited number of sneakers. Initially, the sneakers were available on a first come-first served basis, but the use of bots led to cornering of sneakers by a select few. Thus, they have now transitioned to a lottery system where registered users for a particular shoe drop have a chance at winning a new shoe drop.
Given the limited number of shoes available and increasing number of sneakerheads, there is a thriving resale market for sneakers. The sneaker resale market is expected to grow from $10 billion in 2021 to $30 billion in 2030, per StockX estimates. As the market has grown, so has the pricing of sneakers with limited availability. For example, in April 2023, a pair of sneakers worn by Michael Jordan in the final NBA season sold for $2.2 million.
Identity Badge
Foot Locker can leverage its status as a leader footwear retailer by improving the digital experience. This will create brand awareness and create new markets for Foot Locker. But how?
By creating the Identity Badge, the user will answer a series of questions and based on their selections, an identity badge will be created for the user. The identity badge will be unique for every user and the recommendations to the user will be based on their identity badge.
Foot Locker can leverage its status as a leader footwear retailer by improving the digital experience. This will create brand awareness and create new markets for Foot Locker. But how?
By creating the Identity Badge, the user will answer a series of questions and based on their selections, an identity badge will be created for the user. The identity badge will be unique for every user and the recommendations to the user will be based on their identity badge.
Sneaker Trading Marketplace
As part of the Sole Story, Foot Locker will tap into another business opportunity for creating a marketplace to buy and sell sneakers. This will enable users to sell sneakers from their personal collections and buy sneakers as needed. The goal of the marketplace is to enable Foot Locker make inroads among sneaker lovers.
Certificate of Authenticity
For any sneaker sales and resales, Foot Locker will provide a certificate of authenticity. Given its legacy, Foot Locker can be a trusted partner in the resale market. With growth in sneakers resales and increased prices, there is a growing problem of fake sneakers in the resale market. The certificate of authenticity provided by Foot Locker will confirm the authenticity of the sneakers.
The Certificate
You finally did it. This certificate is your official proof of authenticity, that says your sneaker is officially real, verified, and fully yours. Whether you decide to print it or download it, it’s more than just a receipt. It is a moment for each sneaker lover, a moment that tells you belong here. Welcome to the culture.
Certificate of Authenticity - Print Option
Users will have the option of printing the certificate of authenticity, as needed. For example, for sales at physical locations, the ability to print certificates will be an option for sellers.
Certificate of Authenticity - Download Option
Users will have the option of also downloading the certificate of authenticity, as needed. For digital sales, this will be a valuable option for trading sneakers.
Community Events
Given that community is important for the younger generation, I propose holding an Annual Foot Locker SneakerCON. The SneakerCON event will enable display of private home collections, resale of sneakers by sneaker related seminars. The event will create buzz among sneaker lovers and create brand awareness about the Sole Story brand.
Also, Foot Locker should hold regular sneaker community events at local stores for creating buzz and awareness in the local community. This will change the brand perception among sneaker lovers, one lover at a time. In conducting my user research, the Foot Locker brand evoked nostalgic feelings and was seen as a brand for the older cohort. Holding these events will make the brand more relevant for the younger cohort and improve brand recognition.
Given that community is important for the younger generation, I propose holding an Annual Foot Locker SneakerCON. The SneakerCON event will enable display of private home collections, resale of sneakers by sneaker related seminars. The event will create buzz among sneaker lovers and create brand awareness about the Sole Story brand.
Also, Foot Locker should hold regular sneaker community events at local stores for creating buzz and awareness in the local community. This will change the brand perception among sneaker lovers, one lover at a time. In conducting my user research, the Foot Locker brand evoked nostalgic feelings and was seen as a brand for the older cohort. Holding these events will make the brand more relevant for the younger cohort and improve brand recognition.
Community Discussion
There will also be a community discussion screen to enable users to discuss everything about sneakers. The discussion groups will enable users to chat about sneakers, exchange notes about recent trends and sneaker trading options. Creation of community discussions will ensure stickiness among users and give more traction to the Sole Story brand.
Sole Stories
Sole Stories is a space where sneaker lovers share personal moments about finding the right pair that helped them feel whole again. Maybe it’s walking through pain, showing up with confidence, or just feeling seen. These stories come from real people, and not product pages. It’s not just about the shoes, it’s about how the right sole can shift your soul.
Product Outcome - Social Connect
Process & Reflection
PROCESS
Research on the sneaker industry was an eye opener for me. I never realized that the buying, collecting and trading of shoes has grown into such a massive industry from its modest beginnings in the 80’s. I never envisioned the humble sneaker to be a collection item! While researching, I learnt that there are sneakers which sell for six figures and a few rare ones have even fetched seven figure sums. Nevertheless, it was a great learning experience.
I was involved in all pieces of this independent study project from screen prototyping, mobile app development, strategy, and the final case study. The project took many twists and turns, and the strategy finally presents actionable recommendations for Foot Locker.
Research on the sneaker industry was an eye opener for me. I never realized that the buying, collecting and trading of shoes has grown into such a massive industry from its modest beginnings in the 80’s. I never envisioned the humble sneaker to be a collection item! While researching, I learnt that there are sneakers which sell for six figures and a few rare ones have even fetched seven figure sums. Nevertheless, it was a great learning experience.
I was involved in all pieces of this independent study project from screen prototyping, mobile app development, strategy, and the final case study. The project took many twists and turns, and the strategy finally presents actionable recommendations for Foot Locker.
REFLECTION
Revitalizing a legacy brand has its own challenges. The brand which once defined the footwear market is now a shadow of its past successes. It has been unable to keep up with the times and changing trends. Even though Foot Locker has a huge physical footprint, there is a diminishing awareness among the new generation of sneaker buyers.
My research and product ideas were focused on making it relevant for the current generation of sneaker buyers. Foot Locker has the tools, it just needs to reinvent and leverage its brand recognition to create a market for itself. Rolling over and playing dead is not an option.
Revitalizing a legacy brand has its own challenges. The brand which once defined the footwear market is now a shadow of its past successes. It has been unable to keep up with the times and changing trends. Even though Foot Locker has a huge physical footprint, there is a diminishing awareness among the new generation of sneaker buyers.
My research and product ideas were focused on making it relevant for the current generation of sneaker buyers. Foot Locker has the tools, it just needs to reinvent and leverage its brand recognition to create a market for itself. Rolling over and playing dead is not an option.
Finance is no longer just for the insiders.